Foodspring Case Study: How to use Instagram Influencer Marketing to penetrate a high competitive market (2018)
Foodspring is a wonderful company specialized in Fitness and Healthy food where Tobi and Phillip (founders of Foodspring) slogan is “For us, quality is no empty promise. It is the result of hard work.”. In this Foodspring Case Study we will see their marketing strategy and how they have tackle other brands. First of all their goal was to use organic certified food to take sport to the next level. As this market was quite saturated they have decided to expended their healthy state of mind to a bigger audience than just sport and fitness lovers. Ambitiously Foodspring start to successfully grow and penetrating this high competitive market.
What is their secret ?
They sell all their product online therefore back to 2016 they had to adopt a smart digital marketing strategy to tackle other brands. For this reason they have decided to dive in Influencer Marketing. Unfortunately because other brands had already dig deep in Influencers Foodspring had to find how to be at the top of this marketing strategy. Under those circumstances they have started to analyze influencers and track campaigns. As a result they are now able to pick quality influencers with huge engagement and get awesome conversions rate.
We will see bellow how they use influencers to overwhelm instagram with Foodspring products.
Uncountable collaborated posts in a random 36h time length
Today is octobre 5th, I have started to search for @foodspring collaboration on Instagram. Just look at the uncountable influencer’s promotions done from yesterday until now. All include text like “-15% off on @foodspring” so you are sure it was a collaboration done with Foodspring company. Check date, number of followers and location, of each promotion, it’s very interesting !
All in 36h through great influencers ! I have made this search on a random day hence you can imagine they promote quite the same amount every day. As shown above the strategy of Foodspring is pretty clear. They focus on relevant influencers in healthy / fitness niches and also expend to lifestyles profiles. Once influencers found Foodspring try to overwhelm Instagram in a specific location during a short time. As result people will see Foodspring product on several trusted influencer’s post and be highly more ready to convert and start to buy some Foodspring stuff. Influencers make their brand bright, that the magic !
A successful result
I have literally no word to say but . Check how Foodspring grow its number of followers through the graph bellow. (I have get it from Socialblade platform, a great tool if you want to check followers history of an Instagram account).
From 9 000 followers middle 2016 to 100 000 followers starting 2018 Foodspring get +95 000 followers in less than 2 years. This is a huge growth for a brand starting from 9k in a high competitive market. This penetration was done using Instagram Influencers and look at the result ? This is huge !
Furthermore this is not the end, in fact they have grown multiple instagram accounts. One for each targeted country !
In conclusion we saw it is possible for an online brand, even in a high competitive market to grow successfully. Yes it is possible to grow using only one channel to promote your product until you use it smartly. Additionally what is exited with this company is how they have exploited influencers and only influencers, no displayed ads. It is a wonderful strategy !
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